In what is poised to become one of the most talked-about advertising campaigns ever, Ranveer Singh collaborates with adult film star Johnny Sins to challenge societal taboos surrounding men’s sexual health.
Crafted by Tanmay Bhat, Devaiah Bopanna, and their team and directed by Ayappa KM, the Bold Care ad commences with Ranveer Singh attempting to persuade his sister-in-law not to leave home. She is visibly frustrated, revealing that her husband is grappling with erectile dysfunction.
The husband, portrayed by Johnny Sins, is a renowned adult film star with over 3000 films in his repertoire.
Watch Ads Johnny Sins
Sins gained such popularity that a crowdfunding campaign was launched by Pornhub in 2015 to have him perform a scene in space. Although the campaign did not reach its $3.4 million goal, it highlighted Sins’ widespread appeal.
In the ad, Singh’s sister-in-law, much to the discomfort of other family members, humorously states that her husband’s “Pappu can’t dance, saala,” emphasizing her previous suggestion for him to take Bold Care tablets for a fulfilling married life.
Unfortunately, Sins’ character had not followed her advice, leading to marital discord. Mention of the Viagra-like tablet prompts a dramatic slap to Sins’ wife, who dramatically falls from the balcony in slow motion.
As the family watches in horror, Singh tosses a Bold Care packet to Sins, urging him to take the tablet. Sins complies, leaping from the balcony to save his wife, resulting in what seems to be a successful mid-air union, symbolized by a shot of a key unlocking a lock.
While the ad is entertaining and bound to attract widespread attention, it marks a significant moment for Indian brands by addressing the long-held silence among men on sexual health issues.
This initiative aims to dismantle outdated stigmas surrounding erectile dysfunction, fostering open conversations and delivering a clear message.
Rajat Jadhav, Co-Founder of Bold Care, emphasizes, “With #TakeBoldCareofHer, we want to address the stigma around men’s sexual health in India, aiming to be category creators and initiate open conversations. We’re here to help men overcome sexual health issues with science-backed solutions.”
The involvement of leading film star Ranveer Singh in this campaign is noteworthy. Known for defying conventions, Singh has consistently chosen roles that challenge expectations.
From his participation in a Durex advertisement titled “Do The Rex” in 2014 to his recent blockbuster hit, “Rocky Aur Rani Kii Prem Kahaani,” Singh remains committed to breaking stereotypes and using his influence positively.
Singh, also the co-founder of Bold Care, expresses his commitment to normalizing conversations about sexual health and wellness. “The Bold Care campaign is more than talk; it’s a mission that I am deeply connected to, aiming for tangible solutions and impacting millions of lives across the country,” he states in a press release.